Using blogging to ‘liberate’ brand messaging feedback

Using blogging to ‘liberate’ brand messaging feedback

Challenge

Our client wanted to record GPs’ and cardiologists’ reactions to four brand advertising concepts for hypertension medication to establish if they had successfully communicated the brand values and messages of a new cardiology product.

The right stakeholders, the right channels

Our client wanted to test the theory that doctors would be more open about their reactions if they communicated their thoughts by blogging. The client trusted Lightspeed All Global to try out this new approach.

All respondents had a secure link, unique username and password to access the discussion forum, and the client was able to access the output of the research on a daily basis. Lightspeeed All Global ensured that all respondents were happy with this new research approach, briefed and engaged.

A key requirement of the research was for respondents to participate in a range of discussion forum activities every day for five days. Lightspeed All Global checked that respondents were logged on at the required times and provided reminders. As a result, 20 GPs and specialists logged in at all the required times.

The right result

The drop out rate was far lower than usual for this type of exercise using traditional methods - and the results were far more enlightening. Lightspeed All Global provided the platform and populated it with the right respondents, allowing the client to deliver rich qualitative insights to their client and clear direction on the best concept route to progress.

The client commented,

“Lightspeed All Global did a great job recruiting GPs and cardiologists into the online discussion forum. The fact that they met all the requirements and exceeded our expectations with the results is testament to the quality of the Lightspeed All Global panel and the skill of their recruiting teams.”

Testimonial from the end client:

“The online approach definitely delivered against the promise of the doctors feeling more ‘liberated’ and more likely to convey their real feelings, making it very clear from the outset which concepts would not work. There were far more direct and honest comments posted than in a face-to-face interview. While clear opinions were shared between participants, there was also never the feeling that we were just getting a consensus view, so often a failing of groups.”